For years Absolut Vodka has been one of the most successful brands in the world. The unique shape of the bottle as well as the smartly staged ads and the outstanding brand behaviour are reasons for its excellent results. Absolut Vodka is the only brand worldwide which became such an amazing image without using the mass medium TV as a means of advertising.
This bachelor thesis deals with the brand Absolut, and explains the strategy, the function and also the design of this trademark. In addition to the analysis of Absolut's milieu, its positioning in the market, its target groups and its competitors are included.
Based on the conclusion of the analysis a campaign of Absolut Vodka is developed in the second part of the bachelor thesis.